When WildChina failed to deliver

Sporadic Impression - Rongkun LiuMekong River Valley, Yunnan, Courtesy of Rongkun Liu

Mekong River Valley, Yunnan, Courtesy of Rongkun Liu

Mekong River Valley, Yunnan, Courtesy of Rongkun Liu

Mekong River Valley, Yunnan, Courtesy of Rongkun Liu

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AS I was wrapping up my day before the snow hit DC, an email popped onto my screen:

“I have made a gift of $3000 to the Nature Conservancy’s Yunnan program in honor of Wild China. I am so happy to know about this area of China. A magical place that needs and deserves protection. Kristine”

This is the most significant Christmas present I have received from a WildChina client. Kristine just won my respect and heart for donating the refund I gave her for a less than perfect trip to China.

This was Kristine’s first email to me after her trip:

“We loved the route and the scenery of Yunnan and the support staff (cook and driver) were fantastic. However…. Xiao (one of the guide) was very good about talking with Nico in Mandarin. However the first two days on the trail he was talking on his cell phone constantly which interfered with the serenity of the hiking and hampered chances for me to see birds (which he knew was an important objective for me). At the second campsite we were joined by two other large groups. It turned out that one group was guided by Xiao’s brother, and the other group had trekked with Xiao before and had been outfitted by him for this trip. From that point on, we could not seem to escape from these two large and noisy groups. They began hiking at the same time, stopped for lunch in the same places, camped in the same areas and clearly wanted to chat with Xiao on the trail. The noise and the size of the group significantly detracted from our enjoyment of the trekking and any opportunities to see birds along the way. This did not meet my expectation of a private trek and Xiao was clearly splitting his attention between the groups.”

There was more…

The email simply broke my heart. How, could this ever be possible? Generally, when clients seek me out to send me an email, I am used to reading the ones piling praises on our guides and staff. They make me happy, and remind me again and again why I am in service industry and not in fund management as most of my HBS classmates are. I just love the human contact and love the smiles we bring to clients. Also, negative on this trial? I could never have imagined that. I took my whole wedding party on this hike from the Salween Valley to the Mekong valley and it was the last frontier of China. Xiao was the best local villager I could find. How did this all change? But, I was in no position to defend WildChina but to apologize:

I am terribly sorry that you had such a negative experience, and I am sorry that our guides were not as considerate or professional as you expected. Let me investigate on this further and I’ll get back to you on this specifically. If I may, let me tell you a story about Xiao.

I personally insisted for the team to bring Xiao onto your trip, because I remember the first day when I met him. I went to his village with my backpack (after days of travel on the road, not 10 hours), and simply asked around a group of villagers if any of them would be interested in a job of guiding me through the mountain ranges across to the other side. Nobody except Xiao raised his hand. I don’t think any other traveler went to the village with such a strange request before. At that time, the village didn’t have electricity, and xiao’s house was dark and small. He had a bright and sincere smile, so I hired him on the spot. He guided me through the mountains for 4 days, and was the most attentive helper I could ever find.

Following that journey, I decided that it was such a wonderful experience, I took my own wedding party there, and xiao couldn’t be more attentive, and so were our Tibetan guides and chef. Xiao was so entrepreneurial that he called me up afterwards to see if I would invest in him to build a lodge. He had to make the call from the village pay phone, since he didn’t have one in his house. I appreciated his entrepreneurial spirit, and gave him the money. For me, it was a simple way to give back to the community, and if he could succeed, great, if not, I tried.

To help him develop a sense of customer service quality, I sent two American interns there over the next two years to work with him, helping him develop menus, helping him purchase sheets and mattresses and set up the first computer. Then, he emailed me one day, and said, “hey, I am online! And I have a new cell phone”
A year later, he sent me a message, “hey, check out my blog!”

Earlier this year, when I logged onto Flickr, I found his pictures there!

I haven’t been back for a while, and was simply delighted that someone would take the opportunity and develop a successful business out of it.

Then your feedback came. I could just picture him talking on the cell phone and busy talking to all the other guests. I just never imagined that would ever happen on that trail, and I don’t think our operations team could foresee that either. Imaging hiking crowds on that trail came as such a complete shock. The only reason I could see if October 1st holiday when travelers from Kunming also decided to discover the beautiful wilderness of Yunnan.

The fact this area is now covered with cell phone signal and popular with travelers, I don’t know if I am supposed to be happy about or not. The fact that your experience was negatively impacted upsets me tremendously. Xiao and our Tibetan guides may have become victims of their own success. How to deal with that, how to take it forward from here? I’ll have to pursue the answer.

After confirming the facts with our local guides, I sent Kristine a heartfelt note and a refund check of $3000 (needless to say, WildChina lost money, but that’s not the point):

“Our brand is about excellence, and our mission is to deliver excellence. On your recent trip, we did not deliver. There were forces at play, some we could control, some we could not. But the fact remains we are committed to excellence.”

She donated the check to TNC in honor of WildChina. What a beautiful thing!

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